The power of individuals through Internet 2.0

Two articles illustrate the power of web 2.0 Internet communications and the marketing implications. One showcases a book on the “New Influencers,” the other documents the influence of pet sites and blogs during the recent pet food crisis.

Here are the links and a brief quote from both stories:

For new breed, word of blog becomes new word of mouth.

“In this era, Gillin advises public-relations practitioners who want to contain bad news and control messages in the age of blogging to give it up. One-way corporate news releases no longer cut it.”

As Gillin writes, "The shift to small markets served and influenced by an entirely new breed of opinion leaders is a sea change for marketers."

To influence the influencers, companies need to have two-way conversations with bloggers, whom Gillin terms "enthusiasts."

Sites unleash pet power.

“Sen. Richard J. Durbin’s (D-Ill.) staffers have posted information on pet blogs and solicited pet owners online for ideas about new legislation. Those suggestions later made their way into an FDA bill amendment sponsored by Durbin, calling for stricter production and labeling standards for pet food, the senator said.

"The Internet has changed all the rules here in terms of mobilizing public opinion on important issues, and this pet food contamination is a clear illustration," Durbin said in a telephone interview from his Chicago office. "Through our website and other websites, we established lines of communication that might never have occurred before the Web."